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IAB Canada Newsletters
March 03, 2004
Internet Advertising Is Noticed, Effective And Complementary
IAB Canada is pleased to announce the first research results from the Canadian Media Optimization Study (CMOST). Molson Canada, in conjunction with its Interactive Agency, ninedots, signed on as the first major advertiser to participate in this innovative research program.
Working with Dynamic Logic and BrandSpark International, the survey findings are part of an ongoing research effort to understand the value added role that Internet advertising plays in the overall media mix. Key findings were as follows:
For the campaign when TV and Web were used together vs. TV only there was a -
- 48% uplift in tagline association
- 16% uplift in key brand relevance metric
- 35% uplift in event sponsorship association
According to Robert Levy, Managing Director BrandSpark International - "These findings support the contention that the Internet used in conjunction with TV provides a superior media mix model."
Peter L Smith, Marketing Director, Internet eCRM notes that, "As one of the leading innovators in the adoption and harnessing of the Internet, Molson was very pleased to be the first CMOST participant. We gained some valuable insights into the effectiveness of our overall campaign as well as confirmation that including the Internet within a multi-media campaign can be more effective than relying on any single media."
For more information contact:
President, IAB Canada
iabcanada.com
The Interactive Advertising Bureau of Canada is the national voice of the Canadian interactive marketing and advertising industry, and is a not-for-profit association representing a membership composed of publishers, agencies, advertisers and interactive service associates.
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